Dream On Me:
Fisher-price Nursery Furniture Collection
Dream On Me partnered parent & kid-loved Fisher-price to create a one-of-a-kind Dream On Me x Fisher-price Nursery Furniture collection in the North American market, targeted for the 0-5 years age group.
The ask was a 360-degree strategy – from product design, product naming & packaging direction to collection branding, marketing and an omni-retail creative strategy.
Collection Branding & Positioning Strategy
Analysis showcased that most parents want to build a space that enables all-round growth for their children. The nesting phase, during which new parents build their child’s nursery, is one where they envision the long-term evolution of their child in the space.
The positioning direction: Combine Dream On Me’s versatile & convertible product USPs and Fisher-price’s market positioning of imagination, play & growth to create a nursery experience.
1. Synergy Identification
Step 1 was to identify brand synergies between Mattel (Fisher-price’s parent company), Fisher-price & Dream On Me to differentiate the collection.
2. Audience Mapping
With the consumption audience being 0-5 years of age, it was important to understand the purchasing audience (independent millennial parents).
The primary insight pointed at the direction of creating learning experiences & spaces for children, right from the time they were born. This need for at-home learning spaces became even more prominent post-pandemic.
The audience was already well-aware of Fisher-price, and their need overlapped with Dream On Me’s offering.
3. Converging Worlds
The key direction was to combine Fisher-price’s legacy of providing tools for imagination & Mattel’s brand vision of ‘Empowering the Next Generation Through Play’ with Dream On Me’s promise of affordable, multi-purpose & convertible nursery furniture that evolves with children’s growth milestones.
Branding Opportunity Identified
With Fisher-Price’s large mind share, combined with DOM’s retail footprint, we create a ripple effect that allows the collection to lay a strong foundation in holding this new space as against competition.
Going beyond products that largely have a limited life cycle in a consumer’s life, we elongate that time-frame of consumer relevancy with plug—and-play fixtures that can adapt to growing spaces.
DOM enters the world of Fisher-Price (learning & experience) and Fisher-Price enter the world of DOM (evolving need-based products).
It also enables both brands + the collection to own a new space (thought-leadership).
Collection Brand Positioning
Product & Packaging Strategy
Keeping the branding direction in mind, the collection aimed at driving high value for the parent in terms of aesthetic + multi-purpose innovation + affordable price factor while enabling perfect growth spaces for their children.
The packaging direction reflected the color & playfulness of both brands, creating an experience for the consumer from the first look. The aim was to also ensure it jumps out at consumers within physical retail stores.
Collection Design Approach
Colorful, convertible, gender-neutral pieces.
Creating products with a long life-cycle that fit into the parent’s vision of creating Dream Growth Spaces for their children, as they achieve different milestones.
Combine Dream On Me’s USP of convertible products with Fisher-price’s legacy of growth-oriented play.
Launch & Marketing Strategy
The Marketing plan was a multi-touchpoint approach, to be executed in a phase-wise manner to tease, excite and engage – kicking off with high UGC & Creator churn rate to drive retail success followed by [collection] brand building activities that combined engagement, innovation and driving product curiosity.
This was coupled with strategic PR announcements and packaging + add-on innovations to increase WOM & organic sharing of the collection.